Product carbon footprint labelling: consumer research 2020

International consumer research shows continuing levels of support for carbon labelling on products, with two-thirds of consumers saying they think it is a good idea.

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This report details international consumer research undertaken early in 2020 to better understand attitudes towards carbon labelling on products. It also provides comparison to similar research undertaken in 2019 and 2016.

Consumer purchasing power could be one lever to drive decarbonisation, but to be truly effective, consumers must be able to readily access information on the true climate change impacts of products and services.

To understand if access to this information could empower consumers to shift markets towards more sustainable practices, it is critical to understand how they view low carbon alternatives, or companies who are able to demonstrate efforts to reduce the climate impacts of their products.

Key findings

Continued levels of support for carbon labelling on products across all countries, with two-thirds of consumers saying they think it is a good idea

The brand benefit of sharing information on the carbon footprint of products is also consistent with two-thirds of consumers of all markets surveyed saying they are more likely to think positively about a brand that can demonstrate it has lowered the carbon footprint of its products

France, Italy and Spain are the countries with the highest levels of support for labelling with 80, 82 and 79 per cent of consumers respectively saying they think labelling is a good idea

Sweden has seen the highest increase in support for labelling compared to previous years, though interest in labelling is still relatively modest when compared to France, Italy and Spain

Notes on the research:
The findings in this report are from three separate surveys all of which were undertaken by YouGov. The figures have been weighted and are representative of all adults (aged 18+) in each market. In 2020, the total sample size was 10,540 adults. Fieldwork was undertaken between 25 February-2 March 2020. The survey was conducted online. Full details on all three pieces of research available in the report.

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